신화와 광고에 나타나는 여성 이미지 연구 : 『남성전문잡지』를 중심으로(MAINLY ON MAGAZINES FOR MALE) = A STUDY ON THE IMAGE OF FEMALE SHOWN IN MYTH & ADVERTISEMENT
저자
발행사항
[경산]: 大邱가톨릭大學校, 2001
학위논문사항
학위논문(석사)-- 大邱가톨릭大學校 大學院: 女性學科 2001
발행연도
2001
작성언어
한국어
주제어
KDC
337.000
발행국(도시)
대한민국
형태사항
vi, 95 p..
소장기관
"We are not born as women
-but made."
Simone de Beauvoir(1908-1986)
Coming to modern society, they are pretending to shout for equal rights for both sexes, and others regard them as having political sense of valance only if they show agreeing attitude for that. Even though it is clearly pursuing feminism, there are still much of pressure by traditionally fixed sexual roles. We can find different feature of living of both genders in public culture. Among them, the advertisement which is a system of society which fulfills an important role to constitute and develop modern society include roles not only for information offering information for goods and consuming ways but also for constituting and leading for public culture through cultural expressing ways. In other words, the advertisement fulfills dynamic functions as a producer of culture which generates and diffuses new forms of culture or expresses existing social emotion, life style, trend, and flow of value.
We are in information era today. In the flood of such abundant of information, the advertisement, which takes an important position in public culture which reflects different society and this era as an information which modern persons meet frequently in their lives, expresses without change from the past for male and female image and it reflects both genders image differently, so it incites both gender's distorted fixed concept.
In a virtual myth which is newly made by dichotomous images of both genders, the difference of male and female should be understood clearly, and more systematic and critical analyzation is in need for the fixed concept for the genders in public culture or advertisement.
Modern myth is being made in the advertisement which shows images of male & female more clearly which is being fixed as time goes by.
These advertisement frequently borrows only several limited image of goddess in the myth of Greece, and it fixes both of the gender's image more strongly by pursuing women's position only for male, and passive one without change even in modern society by borrowing goddess's image from the myth of paternalism ideology even though it represents women's image without any refusal in man-centered society today. This thesis starts from an assumption that the advertisement which incites women's image caught in paternalism ideology borrowing only one aspect of goddesses of old myth is products of the past which represents modern myth. Therefore, I'd like to study women's image which is represented in advertisements in male magazines by comparing with goddess's image in Greece myth.
It is male magazines that we can research men's thought of women, because they are treating the objects for which men are thinking and pursuing. It is interesting field of study to find women's image in men's view point since we can analyze how much the advertisement with women model is giving influence to men to fix women's image of men and this society.
Through advertisement which sometimes socialize modern persons, modern persons learn social self, sex-role, health, and life style by chance or with plan, and women's image in the advertisement of male magazine could be distorted gradually since modern persons could be products by the effect of socialization of the advertisement, therefore I am objectively studying both gender's relation through this thesis, explaining history, meaning, and result of the relation, and breaking fixed women's myth by analyzing and grasping essence and difference of both gender's in social and cultural aspects. The reason why I research these image is to accept positively and think again for both gender's not by male or female but by a man, to study each identity again, right propensity of male and female, and to know how should it be developed from now on.
In brief, this thesis is trying to read women's image pursued by myth and advertisement. Especially through analysis of the advertisement in male magazine, this thesis is trying to find relationship between myth and advertisement by studying advertisement which could be regarded man-centered culture which is continuously existed in modern times, by old Greece myth through which we can read man-centered society of paternalism ideology, and by thinking what kind of goddess's image is usually used in Greece myth, why they usually borrow goddess's image in myth for their magazine, and what kind of shape of female is commonly required in myth and advertisement.
Therefore, this thesis starts from assumption that ancient myth especially Greece myth is products of the past made in the man-centered culture, modern advertisement is more distorting image of both gender's fixed concept in myth, and advertisement is a product of myth.
This thesis is reading female image after analyzing and researching advertisement in male magazine during some period among existing mass media for true happiness. And next, it suggests future orienting counterplan after grasping real situation of us in paternalism. Especially it is analyzing advertisement though by both gender's situation. And it is discussing ways for development reflecting positive aspects of both gender's. Therefore, I'd like to study variety of problems related with fixed concept of gender through media and possibility of change of fixed concept of gender, and to supply view point to develop technique and strategy for more happy and fruitful life of both gender's.
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